Embed Size (px)
Citation preview
Smart solutions for smart business
Stephen PowerAgency Development Manager
Learn what you can do today to Begin Leveraging Machine Learning in marketing to Grow Your Business
Understand how changes in Consumer Behaviour makes Machine Learning relevant to your business
Understand the concept of Machine Learning and How it Applies to our everyday life
What We Will Cover Today
“Machine learning is a core, transformative way by which we’re rethinking how we’re doing everything.”
Sundar Pichai, CEO, Google
We’re just at the beginning..
Worldwide Google searches for “machine learning”
So what is machine learning?
Basically, it means that computers don’t need to be told exactly what to do.
They can be given an objective and lots of data, and teach themselves how
to do it
At 10 minutes? it’s random luck
At 120 minutes? It never misses
At 240 minutes?It’s perfect
Technology meets Art
Traffic Predictions
Delivery Services
Unique recommendations
Virtual Assistants
Online Fraud Detection
We use machine learning everyday
Machine Learning Powers Google Products
SearchQuery understanding Search ranking
GmailSmart ReplySpam classification
TranslateText and speech translations
AndroidKeyboard input (also in iOS)
AdsTargeting & biddingRicher Text Ads
MapsStreet View imagesParsing local search
AssistantQuery understanding Conversation
CloudCloud ML APIsTPU
YouTubeVideo recommendationsBetter thumbnails
DriveQuick Access
PhotosPhotos / video searchAuto- smile montage
PlayApp clusteringMusic recommendations
ClipsSmart image capture
HomeSpeech recognitionConversation
CardboardImage stitching
So what does this mean for marketing?
SearchQuery understanding Search ranking
GmailSmart ReplySpam classification
TranslateText and speech translations
AndroidKeyboard input (also in iOS)
AdsTargeting & biddingRicher Text Ads
MapsStreet View imagesParsing local search
AssistantQuery understanding Conversation
CloudCloud ML APIsTPU
YouTubeVideo recommendationsBetter thumbnails
DriveQuick Access
PhotosPhotos / video searchAuto- smile montage
PlayApp clusteringMusic recommendations
ClipsSmart image capture
HomeSpeech recognitionConversation
CardboardImage stitching
What else was going on in the Year 2000?
3
http://www.your-website.
We used to think of consumer journeys as linear
1 2
Today’s consumer enjoys a rich online shopping journey
The vision for ML and marketing is to make things very simple...
1. Determine the business objectives you want to achieve
2. Define your qualified audience with targeting
3. Let the machine figure out where to go to engage the relevant prospects *a very complex task!
“The rise of automation doesn’t steal jobs, it just changes the game.”
Daniel Gilbert, Brainlabs CEO
Bid management
Keyword mining and negatives
Writing variations of ad copy
NewAutomate
Market analysis
Audiences & Data Integration
Competitor analysis and strategy
There are key areas in ads that use machine learning
Acquire more customers, more efficientlyby adjusting bids in real-time
Use the right messagefor every moment, for every user
Find people who aren’t your customers,but should be with dynamic campaigns
Bid beyond the last clickusing data-driven attribution
Targeting
Dynamic Search Ads
Google scans website for content User search related to content
Find deals on shirts on Example.com. Update your wardrobe for summer!www.example.com
flip sequin shirt
Ad headline and landing page dynamically created
User sent to relevant page
More Control Better Reach
URL is categories all webpages
considerationscan be limitingdoesn’t maximiseDSA potential
good for lots of controlnon-indexed sites
considerationssite must be crawlable
good for large websites organised clearly by theme
considerationscareful monitoring
good for comfortable with full automation confidence with website
What are the targeting options?
Websites are larger and more dynamic than they
have ever been
Cover all keywords relevant to your website,
super charge with audiences & auto bidding
TransparencyReach & Performance
Efficiency & time saving
Save time since you don’t need to decide on & manage extensive keyword lists
Key benefits of Dynamic Search Ads
Bidding
Time Device
Location
Audience
Time Device
Location
Interests
Demographics
Conversion Rate
Conversion Path
Search Network Partner
ExtensionsBrowser
Language
Device Type
Ad Characteristics
Audience Segment
Operating System
Search Query
Browser OSLanguage
Search Partners
AdFormat
Geo Device
Remarketing lists
Time
of signals
through auction-time bidding
Bid
Google Ads Smart Bidding
Data InputsConversion Tracking
Business Outcomes(What are you optimizing for?)
Smart Bidding
Leads
Sales
Phone Calls
Leads
Sales
Call Volume
Automate with the KPIs that are important to your business
Data InputsConversion Tracking
Business Outcomes(What are you optimizing for?)
Leads
Sales
Phone Calls
Leads
Sales
Call Volume
Use Smart Bidding solutions that match to your KPI
Target CPA
Target ROAS
Max Conversions
Smart BiddingSolutions
The more data our algorithms are fed, the faster the results
will optimize The algorithmloves DATA
Making Drastic Changes
The algorithm loves STABILITY
Avoid drastic changes in campaigns
The algorithmloves SIGNALS
The higher quality of the data our algorithms are fed, the
better the performance will be!
Creative
Ad
Best hotel new york
Hotels in NYC - book now awesomehotels.comAd
Stay at our New York properties, free wifi, breakfast included.
Cheap new york hotels
New york hotels cheap
New york hotels central park
Hotel in new york tonight
Hotels in NYC - central location awesomehotels.comAd
Stay at our New York properties, free wifi, breakfast included.
Hotels in NYC - book for tonight awesomehotels.comAd
Stay at our New York properties, free wifi, breakfast included.
Hotels in NYC - cheap rooms awesomehotels.comAd
Stay at our New York properties, free wifi, breakfast included.
The more ads you have, the better the performance
Ad
Device Location Time Day of the week
Each search in Google has a different context...
Ad … in turn, each Ad is relevant for each specific search context
Ad 1Ad 2
Ad 3
Hotel in New York
Responsive Search Ads Generated by mixing and matching headlines and description lines that you provide, simplifying the creation and management of text ads
Headline 1 | Best Hotels New York
Headline 2 | Budget Hotel in New York
Headline 3 | Best Hotel for Cheap NY
Headline 4 | Cheap Rooms New York
Headline 5 | Best Budget Rooms New York
Description 1 | Find budget hotels in New York!
Description 2 | Boutique New York hotels, cheap!
Description 3 | Best hotel rooms in New York!
Best Budget Rooms New York www.newyorkhotels.comAd
Boutique New York hotels, cheap!
Ad
So how does it work?
Supply up to 15 headlines and up to 4 descriptions as your assets.
The system will use these assets to automatically show different combinations depending on the user query
H1
H2
H3
H4
H5
H6
H7
H8
D1
D1
D3
Up to 4
+URL
H1H3 H6
+URL
D1 D3Google
Machine Learning Technology
Headlines (3-15) Descriptions (2-4)
Ad Key benefits of Responsive Search Ads
Reach more potential customers with multiple headline and description options that give your ads the opportunity to compete in more auctions and match more queries.
Increase ad group performance by attracting additional clicks and conversions that your existing text ads aren’t capturing, since responsive search ads help you compete in more auctions.
Create flexible ads that adapt to device widths and save time by providing multiple headline and description options, then let Google Ads show the most relevant combinations to your customers.
Reach Performance Uplift Time & Flexibility
Attribution
Data drivenmodel
Rule basedmodels
Great tech gifts Highly rated tablets Nexus 9 Tablet
Highly rated tablets Nexus 9 Tablet
= 0.32%
Cross-deviceFully automatedEasy to set upMore data for smarter bids
2.73%
2.41%
Conversion Rate
Conversion Rate
First Click Time Decay Linear Position - Based Last Click
Leverage Dynamic Search Ads to capture all relevant volume Use Dynamic Search Ads to ensure you are not missing out on high-quality traffic
Adopt Smart Bidding to drive business resultsUse Machine Learning and a vast quantity of auction time signals to deliver the best possible performance
Implement asset based creativesResponsive Search Ads allow you to surface the most relevant creative at any given time
Enable data-driven attributionAssign credit to each paid Search click in the user journey
In Summary
User behaviour is changingThere is more data than ever.
Automation, powered by machine learning, will enable you to win
Search marketers need to focus more on measurement and data quality
Human Intervention combined with ML drives Business Outcomes.
Our products are and will increasingly be powered by machine learning.
Think about marketing strategy in a machine learning first world
THANK YOU!
Smart solutions for smart business
Stephen PowerAgency Development Manager
